Media > Use of Media
BLOODY LEGENDS
CLEMENGER BBDO, Wellington / LAND TRANSPORT NEW ZEALAND / 2007
Awards:
Overview
Credits
Overview
CommunicationGoal
Our challenge was to help someone stop a friend from drink driving. Some people are getting the message about the dangers of drink driving, we want to use these people to stop someone else. They know their friend has drunk too much and is planning to drive, so they are in a powerful position to stop them. However, in our culture, it isn't socially acceptable for them to confront their friend directly. We therefore helped them do it indirectly in a non-threatening, funny, but serious way. We also thanked them for helping.
Effectiveness
In the initial campaign,12,541 messages were sent from just a small test area. Each message potentially avoided a serious crash. There was excellent feedback and extensive free media coverage of the idea. The campaign contributed to a 45-year record low road toll and is to be repeated and extended.
Execution
We created a mobile phone service whereby someone could send a recorded message to their friend's cellphone to warn them of the dangers of drinking and driving.There were a choice of funny messages, so the most appropriate could be chosen. They reached the right person at the right time - when they were drinking and considering driving. Importantly they were also anonymous.
MediaStrategy
The target audience is young, blue-collar males in rural areas. The most effective time to reach them is when they are drinking, either at bars or parties. There are not a lot of media options available to intercept them in these places. They do have their cellphones though. The concept was promoted through posters in toilets and coasters in bars.
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